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Social Content Discovery & Facebook

Posted on 9.09.2013

Social media provides a glimpse into what people are talking about, thinking about and actually, physically doing.

From attending sporting events to watching movies in the comfort of their home, an incredible number of these conversations are occurring on these networks, and at no greater depth or velocity today than on Facebook. Essentially, there is a lot of data within Facebook for advertisers and publishers, and a lot of useful data at that.

The social network has released several tools over the past few months that aim to help reveal these conversations. Hashtags, embedded posts, and trending topics were welcomed for the most part, although not necessarily embraced.

This week, however, Facebook announced that news organizations including Buzzfeed, CNN, NBC’s Today Show, BSkyB, and Slate would be able to integrate Facebook conversations into their broadcasts or coverage by displaying public posts of real-time activity about different topics, leveraging two new tools – the Keyword Insights API and the Public Feed API.

The Public Feed API displays a real-time feed of public posts for a specific word (only public posts are available with this API), and the Keyword Insights API aggregates the total number of posts that mention a specific term in a given time frame (displaying anonymous, aggregated results based on gender, age and location).

There is a lot of potential for content development on the publishing side, and an equal if not greater potential for advertisers with the release of the two new APIs. Oh, and that change to how Facebook lets marketers run promotions? Starting to make sense now, right?

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